To capitalize on the emerging shift in brand ad dollars from TV to digital video advertising, today Google announced its new programmatic marketplace for premium video ad inventory called Google Partner Select.
Time Inc. is among the publishers signed-on to sell their premium video inventory through the new exchange.
“Video has become central to our strategy, and being able to sell premium video programmatically to top brand partners is a requirement in this dynamic marketplace,” J.R. McCabe SVP, Video, Time Inc. tells Google in the announcement. “We are looking forward to working with Google to enable this technology and to develop this premium marketplace.”
Google’s cut of each ad buy hasn’t been disclosed. It’s also not clear yet if advertisers will be able to select the specific publishers they want included in their ad buys or if inventory will be dictated by audience targets only.
Google also announced the launch of a direct exchange for premium video inventory through DoubleClick to allow advertisers to make reservation-based buys with specific publishers in a more streamlined fashion than the traditional process of negotiations and insertion orders.